Employer Branding Study
Employer Branding StudyAiga Ārste-AvotiņaAmrop - Riga, LatvijaManaging PartnerJune 29, 2016
Amrop has the largestgeographical coveragein the executivesearch industry.Amrop employs800 staff members, including300 consultantsAmericas488557 89countriescountriesAsia / PacificofficesofficesEurope / Middle East / AfricaJune 29, 2016www.amrop.lv2
Our ServicesExecutive SearchBoard ConsultingOur Executive Search services help clients identify topperformers from around the world that not only have therequired experience and expertise but are the correctcultural fit with the organization. In addition to identifyingtop talent, we are personally involved in the interviews,negotiations, post-hire consulting and on-boarding, to helpensure that the new appointment is appropriatelycommunicated to the right parties. We also offer expertconsulting services on leadership and executive solutions.Our Board Consulting services help ensure that anorganization's Board is composed of an appropriatebalance of non-executive directors in terms of skills,experience and representation, as well as having anawareness and interest in governance issues.Leadership AssessmentOur Leadership Assessment services help strengthen yourcapability to identify, develop and retain the talents yourorganization needs to achieve its business strategy.June 29, 2016www.amrop.lv3
Amrop in BalticsLeading executive search company in Estonia, Latvia andLithuaniaOffices in Tallinn (since 1993), in Riga (since 1996) and inVilnius (since 2003). Today 17 employees in Baltics: 6 inEstonia, 8 in Latvia and 3 in LithuaniaOver 120 executive search assignments performed everyyear in the Baltics, about 25% of these searches areregional, covering more than one country.12 out of 20 biggest companies in Latvia and 7 out of 20biggest companies in Estonia and Lithuania and areAmrop customers7 out of 10 assignments come from clients that we haveserved beforeJune 29, 2016www.amrop.lv4
Aiga Ārste-AvotiņaManaging PartnerAmropRiga, LatviaT 371 29 236 717F 371 67 210 422E aiga.arste@amrop.comW www.amrop.lvAiga has been working in executive search business since1996, when she joined Amrop International in Latvia as a firstlocal representative. She developed the company to the biggestplayer in the market in senior level recruitment.Since 1999, when she was appointed as Partner, she has beenleading executive search assignments in Latvia, Lithuania andEstonia in a range of sectors, including Manufacturing, LifeSciences, Retail, IT & Telecommunications, Infrastructure andother industries and completed over 430 executive searchprojects for the leading international and local companies. Manyof these assignments has been regional searches, covering allthree Baltic markets.Aiga graduated from University of Latvia with a Bachelordegree in Psychology and with MBA from Riga BusinessSchool. She has also studied Executive DevelopmentBusiness Programs at International Institute of ManagementDevelopment, Lausanne, Switzerland and Baltic Institute ofCorporate Governance.She speaks Latvian, English and Russian.She also has been leading management audit assignments inthe Baltics and Nordics.June 29, 2016www.amrop.lv5
Employees are overall open tonew job offers.Satisfaction with the currentemployer:Applications for new positionswithin the last 12 months:0%50%Very unsatisfiedYes, but did not change employerRather unsatisfiedYes, and changed employerRather satisfiedNo, has not applied100%Very satisfiedEmployer Branding Index6
Employees are overall open tomobilityReadiness to move to another country (e.g. Estonia, Lithuania) in case of anappropriate job aEmployeesLower and middle level managersSenior specialistsHigher level managersEmployer Branding Index7
War for talentEmployers compete forskilled employees againstcompanies from othercountries and sectors.Employer Branding Index8
War for talentEmployer Branding Index9
War for talent36% of employers globallyexperience talentshortages and difficultiesfinding the employees withthe required skillsEmployer Branding Index10
War for talent91% of Millennials expectto stay in a job for lessthan three yearsEmployer Branding Index11
War for talentEuropean Union (EU) willrequire 20 millionemployees from the thirdcountries over the next20 yearsEmployer Branding Index12
War for 2 248'Old-agedependencyratio*1 963'(-12.7%)1 672'(-25.6%)25.2%Population3 329'Old-agedependencyratio*23.3%Population1 340'Old-agedependencyratio*25.2%68.0%2 977'(-10.6%)2 676'(-19.6%)56.6%1 259'(-6%)1 173'(-12.5%)55.5%* The population aged 65 years and older divided by the population aged 15 to 64Employer Branding Index13
Employers will have to tailor their proposition to theirvarious target aphictargetingPersonalitytargetingIn today’s uncertain world,one-size-fits-all approach tounleashing human potentialis no longer practicalEmployer Branding Index2020Employers need totake differing values,ambitions andneeds into account14
Future of HRHR professionalswill have to becomemarketersEmployer Branding Index15
Paradigm shift in HRHR manager usuallyunderstand but areunable to quantifyand prioritizethe specific targetsegments andemployer brandelementsHR professionals needto make calculated,data-driven decisionsData helpsunderstanding whatmakes the ‘right’ talenttickEmployer Branding Index16
A chance to get detailed informationabout different demographic groupand management level needs andvaluesA chance to choose to get data not only aboutyour company, but as well data regarding othercompanies, you would like to be comparedtodevējuQuantitative and qualitativeinformation about the companyas a potential employer,concrete comments showingwhat do employees think aboutthis company; chance to gethistorical comparison
Amrop studyEmployer Branding Index18
UniquenessIN DEPTH ANALYSISMajority of the existing studies and rankingsare extremely general and reflect only brandrecognition in the form of rankings. EBIprovides analysis of both quantitative andqualitative data (more than 40 brand employerimage related factors and open-end answers).UNIQUE GROUPS OF AUDIENCEDue to a candidate database covering a fewdecades in the Baltic markets, Amrop hasaccess to more than 30 thousand ofprofessionals and executives. The studyincludes diverse groups of professionals andindustries as well as their geographic profile.CUSTOMIZED STUDY ANDREPORTSThe study allows to accommodate individualneeds of companies both in data collection(e.g. naming up to 7 competitors for extensivedata gathering) and data analysis (wideselection of target groups and factors to beused for cross analysis).INNOVATIVE APPROACH, WELLGROUNDED METHODOLOGYThe methodology of the study is a combinationof several international studies and theknowledge of the Baltic companies – as suchit is perfected to be a fully applicable tool forworking on improvements of employerbranding.Employer Branding Index19
AudienceBaltic EBIsample size:718Latvian sample size:CEOs, higherlevel managers3682527Senior specialists9501513Lower and mid-levelmanagers5353030906Full range of employees, morethan 7000 respondents in allmajor industries and professionsin all three Baltic statesEmployer Branding IndexOrdinaryemployees20
SurveySocial anddemographic dataSalaryexpectationsPersonalpreferencesand valuesThe Questionnaire:Created based on many years ofexperience, extensive researchwithin HR, and communicationwith clientsData collection:Conducted via an exclusive survey,distributed via local partnersEmployer BrandMetricsEPIEAINPSOpen endedresponsesImageAttributes21
Core indicatorsEmployer preferenceindex (EPI)Employer attractivenessindex (EAI)Net promoter score(NPS)Employer ranking based onshare of potential recruits whochose the organization amongpreferred employers they wouldconsider to work forConstructed index represents inintegrated form attractiveness ofthe organization as a function ofbeliefs about possible outcomesand importance of each outcomein making decision aboutemploymentIndicates readiness to spreadpositive or critical opinion (‘wordof mouth’) based on overallimpression and knowledgeabout the organizationSupplementary dataExtensive understanding of the Status Quo:1. Employer’s brand image and reputation2. Key factors influencing employment decision making3. Employment market and segmentation22
Core indicators: Net Promoter Score9 - 10Promoters1097-8Passive871-6Detractors654321“On a scale of 1 to 10, how likely is it that you wouldrecommend Company X as a place to work to a friendor colleague?”% Promoters% Detractors% NetpromotersEMPLOYERINDEX Better predictor of actual behavior as compared tostraight-forward (projective) questions Methodologically approved by more than 10 yearsof research in various industriesEmployer Branding Index23
Companies within the same industrymay have different EmployerImageCompany 1Company 3Company 5Company 2Company 4AVR attributeAVR all attributes1 Competitive salary, compensation1%2 Good promotion, opportunitiesFactor that rankshighly and can beincreased by repetition4%3 Stable, long-term employer14%4 Good work conditions3%23%10%19%4%4%4%11 Good quality products, services15%7%19%8%6%17%13 Socially responsible6%15 Cares on environmental issues19 Good reputation of CEO, owners6%30%13%1%27%12%16%18 Financially stable44%21%14%6%1%31%15%3%17 Growing, successfulBase: ALL35%19%12 Customer oriented16 Prestigious to work for26%19%9%10 Innovative, forward thinking28%20%10%3%9 Creative, dynamic environment14 Conforms to ethical standards28%11%8 Values employees skills and talents51%26%9%5 Cares on job security, safety7 Good, friendly internal relationshipQ: According to yourknowledge and opinion,to which of theseemployers could beattributed each of suchdescriptions?20%10%6 Provides training, growthThe greatest differencefactors – potential forkey argument17%5%9%20%26%27%43%33%AVR – average score among selected competitorsEmployer Branding Index24
Image Positioning: Example, Company APerformanceLong-term employerFinancially stableCustomer orientedMedianCares on job safetyPerformancePerceived imageConforms to ethicalstandardsGood quality products,servicesGrowing, successfulTraining, professionalSocially responsibleValues skills and talentsCares on environmentgrowthGood work conditionsReputable CEO, ownersGood internalPromotion, careerCompetitive payrelationshipInnovative, forwardCreative, dynamicthinkingenvironmentImportanceEmployer Branding IndexPrestigious to workQ: According to yourknowledge and opinion, towhich of these employerscould be attributed each ofsuch descriptions?ImportanceImplicit importance:Mean of image scoresattributed to preferredemployers [index 0.100]25
Image Positioning: Example, Company BLong-term employerCustomer orientedFinancially stableGood quality products,servicesPerformanceReputable CEO, ownersConforms to ethicalstandardsSocially responsibleGood work conditionsCares on job safetyTraining, professionalgrowthGrowing, successfulPromotion, careerInnovative, forwardthinkingCompetitive payValues skills and talentsGood internalrelationshipCreative, dynamicenvironmentPrestigious to workMedianPerformancePerceived imageQ: According to yourknowledge and opinion, towhich of these employerscould be attributed each ofsuch descriptions? ative, forwardthinkingCompetitive payEmployer Branding IndexPrestigious to work34
Different socioeconomic groups have different needs.Explicit importance ofjob characteristics, %GenderAge groups9587Reasonable amount of work84Convenient location7094958373Job safety issues7310%868094Possibility to receive training89847889Professional development, education909088829796Interesting workPossibility to work from home48429897Good cooperation with superior9294Autonomy in tasks' 8FemaleYouth 18-25MalePre-retirement 51-60Employer Branding Index14%528786849410%9897969530418988Versatile tasks, responsibilities938696989192Possibility to apply qualification12%979690889895Pleasant environment877597979284Convenient working hours9690828214%9795Good working conditionsPosition969810%8995Ordinary positions%most significantdifferencesSpecialists, CEO35
In various candidate segments, the idea about jobavailability may differ from job attractiveness.Believe there are appropriate positionsOrdinary employee24%58%Lower, mid-levelmanager52%Senior 051-6060%53%CEO, higher levelmanagerAGE:Would prefer to work (EPI)40%64%58%58%31%61%Base: Aware of the organisationBase: Believe there are appropriate positionsQ: Taking into account your profession,experience and/or qualification, which of theseemployers would you potentially work for? Pleasemark all employers which you believe haveappropriate job positions for employees like you.Employer Branding IndexQ: To which of these employers would mostprefer to work for?36
What does it mean?Employers must carefullysegment their employmentmarkets and developsuitable offer and image.Employer Branding Index37
The impression of company stability is ofsignificant importance.EstoniaLatviaLithuania1 Competitive salary, compensationAVR all attributes7%5%2 Good promotion, opportunities11%12%12%19%3 Stable, long-term employer21%4 Good work conditions14%9%19%5 Cares on job security, safety27%24%6 Provides training, growth16%7 Good, friendly internal relationship13%8%8 Values employees skills and talents9%6%10 Innovative, forward thinking7%31%15%18%15%10%11 Good quality products, services28%19%12 Customer oriented25%14%14 Conforms to ethical standards19%13%15 Cares on environmental issues14%13%4%7%17 Growing, successful45%36%29%22%11%19%21%18 Financially stable30%28%10%37%34%31%13 Socially responsible19 Good reputation of CEO, owners36%17%14%9%9 Creative, dynamic environment16 Prestigious to work for40%27%22%Employer Branding Index38%53%24%38
What does it mean?Company stability(«successful, growing,leader of the market»)must be communicatedregularly.Employer Branding Index39
Factor evaluation can differ significantlybetween the Baltic states.Believe there are appropriate positionsWould prefer to work (EPI)ORDINARY ENIOR SPECIALISTS,CHIEF EXECUTIVESEstonia87%Latvia37%94%Lithuania70%Base: Aware of the organisation36%20%Base: Believe there are appropriate positionsQ: Taking into account your profession,experience and/or qualification, which of theseemployers would you potentially work for? Pleasemark all employers which you believe haveappropriate job positions for employees like you.Employer Branding IndexQ: To which of these employers would mostprefer to work for?40
Employer Image for the same company can varysignificantly in each Baltic countryEstonia.LatviaLithuaniaAVR all attributes1 Competitive salary, compensation7%5%2 Good promotion, opportunities11%12%12%3 Stable, long-term employer19%21%4 Good work conditions14%9%5 Cares on job security, safety19%16%7 Good, friendly internal relationship8%8 Values employees skills and talents13%9%6%10 Innovative, forward thinking7%11 Good quality products, services31%15%18%15%10%28%19%12 Customer oriented25%14%14 Conforms to ethical standards19%13%15 Cares on environmental issues14%13%16 Prestigious to work for4%7%36%29%11%21%30%28%19 Good reputation of CEO, owners10%45%22%19%18 Financially stable37%34%31%13 Socially responsible17 Growing, successful36%17%14%9%9 Creative, dynamic environmentBase: ALL27%24%6 Provides training, growthQ: According to yourknowledge and opinion,to which of theseemployers could beattributed each of suchdescriptions?40%27%22%38%53%24%AVR – average of all image attributesEmployer Branding Index41
What does it mean?Differences among the Balticstates ought to be taken intoaccount for employer image, toreduce the differences andemphasize the common aspects.Employer Branding Index42
EstoniaCommonvalues inthe BalticsLatviaFinancially stable companyGood quality products or servicesStable, longterm employerSimilarvalues inthe BalticsStable, longterm employerClient orientedTraining andprofessionalgrowthDifferingvalues inthe BalticsLithuaniaPrestigious towork forClient orientedTraining andprofessionalgrowthGood workconditions,environmentEmployer Branding IndexGrowing,successfulcompany43
Connection with productEmployer's imageis closely linked tothe overall image ofthe evaluation ofthe product orservice and servicequality.The emphasis on price inthe external communicationhas a negative impact onemployer image (forexample, the retail sector).CSR activities positivelyaffect the employerimage (for example,forestry sector).Employer Branding Index44
Latvia is a smallcountry, theinternal employeesatisfactiondirectly impactsemployer image.Net promoter score (NPS) comparisonbetween groups:Nav strādājisWas not employedIr strādājisWas employedEmployer Branding Index-100-50Minimum0Average50Maximum45
A bad attitude towards employees is thesecond most commonly cited criticism.‘Arrogant organisation, not interested in employee needs.’‘Not stable employer, do not trust employees.’‘Arrogant managers attitude to staff.’‘Pretty lax attitude to the lower and middle levels of staff.’‘Says one thing, but in reality it is another. You can perceiveSwedish arrogance and fell that Latvians are considered as cheaplabour force.’Employer Branding Index46
Remuneration is important, but not the only factor.Self-confidenceCorporate k conditionsPersonal growthRemunerationElasticityEmployer Branding Index47
What does it mean?Companies should both –put in order the «hygenefactors» (pay, safety, workconditions) and pay moreattention to motivators.Employer Branding Index48
Employers need totake differing values,ambitions and needs oftheir potential employeesinto accountEmployer Branding Index49
Thank you!Employer Branding Index50
Aiga Ārste-Avotiņa Managing Partner Amrop Riga, Latvia T 371 29 236 717 F 371 67 210 422 E aiga.arste@amrop.com W www.amrop.lv Aiga has been working in executive search business since 1996, when she joined Amrop International in Latvia as a first local
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